Ellison Enters Solid Cotton Blankets
Staff Staff -- Home Textiles Today, November 15, 2004
Ellison Textiles, primarily a domestic bedding manufacturer, leaped into blankets this fall with a lineup of solid color cotton offerings in three pricing tiers that go from $29.99 to $59.99 queen.
“Blankets are a natural extension of the bedding category, and with the demise of a couple of the largest players in the industry, we believe there will be opportunities at retail,” explained Ellison President Kevin Finlay.
The company is offering a good/better/best strategy in three initial styles starting with Ellison Classic, an all-cotton waffle-weave in green, lavender, champagne, lemon, light blue or white for $29.99 queen. Next comes Ellison Premier, an all-cotton small-scale basket-weave in the same palette for $39.99. In the best segment is Ellison Elite, a 95/5 blend of long staple cotton and silk in a chevron pattern in the same six colors for $59.99.
In bedding, Ellison is showing increased amounts of color and trying to offer more contemporary, masculine looks with several geometric patterns, particularly in gray/charcoal tones.
“We have gotten away from the more promotional jacquards, and are doing heavier, more upscale patterns,” said Finlay. “We continue to try and satisfy the demand in the print business, while diversifying our offerings with embroidered and pieced jacquards to round out our assortment in the stores.”
In addition, the company has entered into silk bedding for the first time with an upscale plaid look in sage green, chiffon yellow, coral and light orange. This 52/48 blend of silk and polyester features embroidered sheeting and is priced at $199 to $249 for a comforter set.
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